This I love:
It's entertaining, distributable in several forms, gave the Asteroid Galaxy Tour a nice (and profitable) 15 minutes of fame, and overall delivers a much needed breath of fresh air from the usual barrage of beer advertising we see.
I'm guessing Heineken has some penetration troubles with the 20-something crows. The brand is old-European and trying to be fun. But it's generally percieved to be the stuff your dad drinks when he wants to feel worldly. It doesn't hold ground with the younger drinking demographic light Bud Light or Corona does. This video paints the story of Heineken so differently. The world that young adults consider dull has an underworld...and it's fun as hell! It baits the viewer to open their eyes; "Open Your World."
This, however, I don't get.
Back to boring I guess. I understand that brands, particularly larger ones, have varied audiences with different wants and needs, so a single message won't always work for everyone. But it ought to exude the personality of the brand across all messages. Most of all, it should bring value to the listener. What does this print ad bring? It's a USP faintly disguised as a semi-clever tagline. With the recent surge in micro-brew popularity (not just in Oregon too), claiming Heineken is a leader in craftsmanship isn't going to persuade anyone. To me, at least, it only dilutes an otherwise brilliant strategy.
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